MAHAK Accordion Postcard

The new World Cancer Day (WCD) campaign for 2025-2027, entitled “United by Unique,” places individuals at the center of cancer care and seeks innovative ways to make a difference. It calls attention to the sick instead of sickness and offers a three- year journey from raising awareness to taking action.

“United by Unique” conveys a powerful message of solidarity in the journey of cancer care, amidst owning unique tales waiting to be heard. Hence, the campaign explores the challenges and triumphs experienced by individuals on their journey of cancer care.

In line with this purpose, MAHAK has designed and crafted a distinctive item for the ‘United by Unique 2025’ campaign: the “Accordion Postcard.”

At first glance, the accordion postcard may appear to be a simple postcard adorned in the campaign’s colors. However, when opened, it reveals hidden, folded photographs that fall down on your hand.

The images belong to MAHAK recovered children or MAHAK survivors. If you listen closely, each photo utters a unique name and a unique tale.

Taking a good look at the postcard, you’ll also see the key terms of this three-year journey shining bright at the center of the card:

“United by Unique”